Internet Video Viewing to Trump Broadcast TV by 2020
New TDG Report Predicts that Consumers will Increasingly Turn to Internet-Sourced Video and Less to Broadcast Content
May 18, 2010 (Dallas, Texas) - New research from The Diffusion Group (TDG) predicts that by 2020 the consumption of
Internet video - content stored and distributed over an IP architecture - will eclipse the consumption of broadcast TV
programming. The rationale for this bold prediction is explained in TDG's latest report, The Economics of Over-the-Top TV Delivery - How Television Networks Can Shift to Online Content Delivery .
According to TDG data, while the amount of time spent viewing TV has remained relatively stable, the amount of time
consumers spent watching online video increased 84% between 2008 and 2009. When extrapolated across the entire
TV-viewing population, the average time spent viewing online video in 2009 was 52% more than in 2008. TDG expects that
this rate of growth will actually increase during the next 5-7 years due primarily to the increased use of the
television as the platform of choice for web video viewing.
According to Colin Dixon, senior partner and co-author of TDG's new report, "The total amount of time spent watching
video from all sources, including PayTV and Internet video, will hold constant during the next 10 years at around 32
hours a week. With online video usage accelerating we expect the amount of Internet video watched to eclipse the amount
of live broadcast TV around 2020."
Though this forecast may appear shocking to some, Dixon says there is good reason to believe that this estimate is
realistic. "Keep in mind that during this period, Internet and broadcast delivery of video content will become blended
in such a way that consumers will be unaware of which conduit serves which content. Because so much of their audience
will be consuming online, it is more important than ever that cable and broadcast channels increase their presence
online."
"TDG's new report, The Economics of Over-the-Top TV Delivery, discusses trends in online and traditional TV viewing; examines the online and TV ad models; and offers two case
studies to illustrate how cable networks can use an over-the-top mix of linear standard-definition and high-definition
channels with advertising, and a blend of PPV and subscription service to effectively transition their business to an
online model.
For more information about this new research and analysis, please visit www.tdgresearch.com
or contact our Research Services Team [mailto:sales@tdgresearch.com?subject=Please contact me about new report] at 469-287-8050.
About TDG Research:
TDG provides actionable intelligence on the quantum shifts impacting consumer technology and media behaviors. Since
2004, our market research and advisory services have helped technology vendors, media companies, and service providers
understand how consumers access, navigate, distribute, and consume broadband media - whenever and wherever they may be.
For more information, visit our website at www.tdgresearch.com
ENDS